class 02 e-commerce and success factors

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Day 2 – e-Commerce (25/09/2013) By Somkiat Lilitprapun(Kroo BOY)2013 Digital Marfketing Course

This photo was taken from ICC(Last Customer in 2013)

E-Commerce ??

Buying & Selling of product or service

over electronic systems over electronic systems

such as the Internet and other computer networks“ก���������� ��������ก������ internet ���� � ������ ����������”

e-Commerce Models

� E-Classified

� E-Catalog

� Online Shopping

� MARKET PLACE

� Auction � Auction

� Daily Deals

� Flash Sales

� Subscription

� Collaborative Commerce

� Next Generation Market Place

� Social Bookmarking

� Mobile Commerce

Reference : http://www.slideshare.net/AnnaPietka/e-commerce-new-business-models-14291829

E-Classified4

� ������� �������!��������� ���"#�"��ก�$ ���% ��&������

� ����! : �� ��'(�'!� ����! : �� ��'(�'!� ����! : ���� �������ก�� ��

�����

E-Classified5

E-Catalog6

� ���!����)*�������

� (+���������)���'����+�

����! : ���� ��,���ก� ����! : ���� ��,���ก

� ����! : �(���ก�ก��������-�'!+�.ก ������ก������ - �-��(��

E-Catalog

Online Shopping

� �"#�'!+�������

� (+�����������&��������/������� ��+�����digital '(�'!'(�'!

� ���'!+�!����)*�������0��(�

� ���'!+�!������������ก��1(���

� ����/�)������ ���� 1����"��ก��������(2�� ��

Online Shopping

“BUY”

Online Shopping10

“ Check Out and Out and Pay ”

Online Shopping11

e-Market Place

� Online Shopping Plaza

� �1�������&��"3� Platform 0���"3����������

� ���0�4��1�������&����!�� ��+����� ��

12

� ���0�4��1�������&����!�� ��+����� ��*���(��"3�������0����!����

� ����! : �"3� ��'(�'!��!��( ���)�ก� ����! : � ��+���������1�������&���11�

����!���*���(���� ��� ������/ customize ��

e-Market Place13

Online Auction14

� ����-�����ก��"���.�

� ก���������ก���5�����+����,�"���.������ �'!+.�,�����'!+��� �������.ก ����01�� �'!+.�,�����'!+��� �������.ก ����01

� ����! : �*��� �� "�� ���� ���0�4���������+

� ����! : ,-6������� ����1 ���!

Online Auction15

Kiddingme.com

Daily Deal(Horizontal Deal)

� ���� �� ���� ���ก��0��� �/.ก ���1*�ก(�����

� ��1*�ก(�1*����� ��1*�ก(�1*����

� �(ก�� �/.กก����� �����

Daily Deal17

Ensogo.com

Daily Deal18

yesijoin.com

Daily Deal - ����!�19

Flash Sales

� Time-Limited Branded Goods/Service (��0��������1*�ก(��������1*����1*�ก(�)

� ���� ���!������� ���+������7�ก� �.ก �������� ������ ���.������ ����� "�"#��� �� ����0���ก��ก����������� �������

� ����0���ก��ก����������� 1*����1*�ก(�

Flash Sales Sites

Flash Sales

Flash Sales23

Flash Sales24

10 Differences bet Daily Deal & Flash Sales

1. Openness: Daily Deal is open for all; Flash Sales is by invite-only

2. Geography: Daily Deal is local; Flash Sales is national

3. Type of Product: Daily Deal is virtual voucher; Flash Sales is physical product

4. Hold of Inventory: Daily Deal hold No inventory; Flash Sales does

25

5. Cash Flow: Daily Deal receives cash up front, then pay out over 90 days; Flash Sales pay out cash for products, then earn back when the products are sold

6. 'Instantly' Consumable: Yes for Daily Deal; No for Flash Sales

7. Scarcity: Time-based for Daily Deal; Quantity-based for Flash Sales

8. Suppliers: Small merchants for Daily Deals; Large brands for Flash Sales

9. Value Proposition to Supplier: Get new customers for Daily Deal; Sell post-peak inventory for Flash Sales

10. Brands: Relatively unknown for Daily Deal; Exclusive brand names for Flash Sales

Flash Sales26

Subscription

� �( ���)�ก�"#�������� "8 ("�������� ���� ��

���� ��0������+�'����� ���� ��0������+�'����

Subscription

Subscription

Subscription30

www.shoedazzle.com

Subscription31

Subscription32

Subscription

Subcription34

Subcription35

Subcription36

Subcription37

Subcription38

Subcription39

Subcription40

Subcription41

Subcription42

Subcription43

Subcription44

Subscription45

Social Bookmarking

� 0�� User ���� "�ก&��." 0���&� ������� Collection ����(���� ���� Shop 6���(�

����! :����! :

� )��0�ก��$5ก9� Consumer Behavior & Interests

Social Bookmarking

Collaborative eCommerce

� ��&�0�����ก���)�����)(+� ����ก���)�ก (membership-basedSharing Items)

� �������"#��� �(�� ���� ������� :�:� �������"#��� �(�� ���� ������� :�:

Collaborative eCOmmerce

Next Generation Marketplace

� �"#� �ก���1(� .� ������� �����ก��������� �����

� ��� Social � ��� Social Networking

Next Generation Market

Next Generation Market

Mobile Commerce

� ���� �� ���� ���ก�� ���� Mobile �)�� Smart Phone ,Tablet

�Mobil Catalog

�Mobile Shopping�Mobile Shopping

� etc

Mobile Commerce

Mobile Catalog55

� ���!����)*�������� (+���������)���'����+�

� ����! : �( ��"3����� ��'(�'!� ����! : �( ��"3����� ��'(�'!� ����! : �(���ก�ก�������

�-�'!+�.ก ������ก������ - �-��(��

Mobile Catalog56

Mobile Catalog57

Mobile Shopping58

E-Commerce Models

OneKingsLane.com

Groupon

Ideeli.com

Shoedazzle

Lelepets.com

Lelepets.com

Dealwagger.com

Dealwagger

Model Selection

INCREASE ROI IN E-COMMERCEINCREASE ROI IN E-COMMERCE

Consumer Decision process

E-Commerce Value Chain

Zero Moment of Truth(on phone)

“ ก�����ก������� �� �����+��(�����0���&� ������+��(�����ก��'*�

0���.ก ���5ก/5��� ��0���.ก ���5ก/5��� ��

��� �� ��1�����(��.ก ��)*�������”

Stimulus

ZMOT

FMOT

POST PURCHASE

Video : ZMOT trailer

http://www.youtube.com/watch?v=UmM9qfzfzhw

Video : ZMOT trailer78

ZMOT Explanation

http://www.youtube.com/watch?v=g40rrWBx2ok

ZMOT in automotive

http://www.youtube.com/watch?v=IIFBwIAdpu4

ZMOT in automotive

http://www.youtube.com/watch?v=IIFBwIAdpu4

Heat Study

More about ZMOT

� http://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdf

� http://www.zeromomentoftruth.com/� http://www.zeromomentoftruth.com/

Major Process of Business

- Pre-Sale

- Selling

Post-Selling- Post-Selling

Pre-Sales : stimulus&ZMOT

� Target �"#�0 �

� Branding ����)(� - �!���,���� � ��/;(� �������� ,-

� Product Search & Selection – ������������ก���> �����ก�� ���+� 1(�ก�,7"����� � ���� ,-6��> �����ก�� ���+� 1(�ก�,7"����� � ���� ,-6��

� Inventory – ��<!�ก&����� On our Warehouses > �����

� On supplier Warehouse> ��������� 0�� supplier ��0���.ก ��(Drop Shipment)> ��������� 0�� supplier ��0��������������0���.ก ��

� Customer Process Preparation - �(�����ก��(+�����1�/5�ก�����ก����(�ก����

Pre-Sales

� ���� Payment> Bank Tranfer> 7-11 Counter Service> Smart Card/purse> Credit Card> Credit Card> Paysbuy> Paypal> COD (Cash on Delivery)> ���� Credit �����(ก Credit '!+��(�> 1��'!+ Shop> 1��'!+ Shop �(�'!+ Shop

Pre-Sales

� ���� Fullfillment> COD by company messenger> COD by delivery Agent/Companies> COD by delivery Agent/Companies> Pay and Pick> Post Office

Pre-Sales

� Before and After Sell Service Policy

> ����1(����� ��6�0� 1 �(�> Return Policy> Return Policy> ��� *�/���.ก ������Prospects 6�0� .... )� > :�:

Pre-Sales� Website Design

> Home Page – FOCUS 0�1,�'!+����ก���*����> Product Detail – LONG Page Info + Recommendation + wishlist + customer review> Shop with ease > �� ���ก�� 10 ���� �(�����.���� detail 1�)*�������> ����� Detail ����ก������!���� *��)�4)��0�� �� ��� ��������(ก SEO> ����� Detail ����ก������!���� *��)�4)��0�� �� ��� ��������(ก SEO

� Detail ���+�� ก���ก� �"?4��0���.ก �� / ก��1(��� / ���� ����"#�����(�

� Language ?? ก!+6�9�

� Log in ��� FB TWT ���� ....

� Share Button *���(� Product Detail

Example – Step 1

Example – Step 2

Example – Step 3

Example – Step 4

Example – Step 5

Website Design

http://ecommercegallery.com/

Website Design

Pre-Sale

� Back-End System� Update Content System : Product ����1(� Grouping/Category ��

� Order notification ���+��! *�(+�����

Customer Database �����! �� �������ก�����1�ก)�+�'!+�.�0�ก��1(���� Customer Database �����! �� �������ก�����1�ก)�+�'!+�.�0�ก��1(���

� Order Status

� Reporting System

� Sales Report by day , by customer , by products, delivery method, order status

� Product Report by sales , Moving

� Summary Sales, Product,Customer Report

� Google Analytics ���� Monitoring Tool ��+�%

Pre-Sale Promotion� Daily Weekly Email

� Facebook Ads

� Facebook Pre-Order

� Facebook Commerce� Facebook Commerce> PAGE> Bento f-Commerce

� Co Partner� ������ Daily Deal Websites

� �"3��������+����+����+� Brand Awareness �)�� tarad.com, weloveshoppings

Pre-Sale Promotion� 1(� Event ��� Offline 0� ����

� PAY and Pick Event

� eMail /5� Existing Member

� SEO

� PPC + LANDING Page Campaign

� Display and Video Advertising

� Facebook Page & Ads

� Twitter

� Other Social Media eg. Instagram

� ���!� Affliate Program

� Contests

� ������������ ������ ��������ก����ก���ก������� ��� ��ก�������� debit card �������10% "�"

��ก�����(� ��

Daily Email

Bento

Lnwshop103

Amazon Associate

����*� Open Source

� Magento (www.magentocommmerce.com )

� Joomla Commerce ( http://extensions.joomla.org/extensions/e-commerce )http://extensions.joomla.org/extensions/e-commerce )

� oSCommerce

� Virtuemart (Extension ��� Joomla -http://extensions.joomla.org/extensions/e-commerce/shopping-cart/129 )

� Shoptify

Magento – Paul Smith

Joomla Commerce

Shoptify

First MOT - On Site Sale

� ก���,��0���.�0��������% ��� 6�� �% ����1�ก ���+�� ก���,����� Promotion �)��> ������กก��� 5000 ��B�!> �(� ."�� Star Buck ���+� order ��� xxxx ��'> �(� ."�� Star Buck ���+� order ��� xxxx ��'

� ก�,'<��� ���!�'(�� Site� Upsell – ���� 1 )��� ����*����+��!ก 1 )���� Crosselling – ����),�)(��0� �� ����������+�� Top 5 Product ���� Top 5 Product 0������ Category

First MOT - On Site Sale

� �� ���� Point Reward

� �1กB�! 1000 ��' (�����)

�1กB�!���+������(���+*�� �1กB�!���+������(���+*�

� �� ���!� ��'(�� ��� ).�. �!� (Happy Hour)

� �!ก xxx ��' ,-1� �� Offer ������ - 0)� �����!��ก��ก����ก�����+��� per order

Success Factors

� Clear Brand Positioning/value proposition

� Creditability

� Price Competitive

� Quality Competitive

� Beyond Expectation Service� Pre : eg website itself, matched products etc� During : easy to use� After : exact time delivery, good call center

��ก�����(� ��

��ก�����(� ��

10 Reasons why not buying?

� �(��(� 1 – 56% �������������,'!+��� �� �'!+��&� ������ ��0)��� �'!+ �� ���� ����(� �� (Unexpected Costs) �5+���ก'!+,�1�ก���,��'!+ ������'(�����

� �(��(� 2 – 37% ����,'!+ ������ก&� ��"3��������.�'���(��% (Just Browsing) �� ���! �������ก�������(������������ก�������(��������

� �(��(� 3 – 36% �1���&� �����+�'!+0���� �'!+�!ก��� (Found a better price elsewhere)� �(��(� 4 – 32% �� �6����������&� ����(�� ����ก�� " (Overall Price expensive)� �(��(� 5 – 26% �"�!+�01 ������ก��'(��(�

10 Reasons why not buying?

� �(��(� 6 – 25% ����.�������ก��� ��&� ���'!+0)�����ก�ก�� " '*�0�������ก1�ก��&���� ���������������(��

� �(��(� 7 – 24% ��&� ����ก�� Error ��������(���������ก�� " ก&1���ก " ��������&��(�� (Website crashed)(

� �(��(� 8 – 21% �(�����ก�����������ก�ก�� " (Process was taking too long)� �(��(� 9 – 18% �(�����ก��1������,���ก�ก��ก���1��(� ��� �(��(� 10 – 17% ���� ���"���6(0�ก��1������ ������)�+�/�� (Concerns about

payment security)

Source : WorldPay Global research project exploring consumer attitudes towards online shopping

Other Reason “not buy”

� They want it now – ��ก ����!L��!�!

� Your website sucks on their device – ��&��(������

They don’t trust your site – �)�+� ������!+

116

� They don’t trust your site – �)�+� ������!+

� You don’t sell what they want – ���!���'!+����ก��

� Your customer service is lousy – ���ก�� �����'��'!�

Source : brw.com

SMOT – ONLINE CRM

� Create “Customer Loyalty” and “Advocate”

� LATER

Tony Hsieh� Founded 1999

� Reason to Found“ Footwear in the US is “ Footwear in the US is a 40 billion dollar market and 5% of that is already being sold by paper mail order catalogs ”

Success of Zappos

� 1999 – shoesite.com – Minimal Revenue

� Late 1999 – Shoesite.com >> zappos.com (zappatos)

� 2000 – Rev 1.6 million US dollar ("����- 67 ������' – currency rate 2000 – 42bht/$)2000 – 42bht/$)

� 2008 – Rev 1 Billion US Dollar (34,000 ������'– currency rate 2000 – 32bht/$)

� 2009 – Amazon ���� Zappos� Business Model : Loyalty Model & Relationship Marketing

� Promote via “WOM”

10 Value to success of Zappos

� Deliver WOW Through Service (���� Service '!+ WOW)

� Embrace and Drive Change ('*�0���.ก ����&� ����01ก���"�!+��"��'!+�!�5��)

� Create Fun and A Little Weirdness (���� ����,ก�������"�ก����)

� Be Adventurous, Creative, and Open-Minded (�"3�01�(� ��� ����&��.ก ��)� Be Adventurous, Creative, and Open-Minded (�"3�01�(� ��� ����&��.ก ��)

� Pursue Growth and Learning(������ �ก�ก����!��.�����������+��)

� Build Open and Honest Relationships With Communication(ก���+����������ก(������+���� �"3�ก���� 0��� �ก�)

� Build a Positive Team and Family Spirit (����'!�����)����ก ก���ก�!�)

� Do More With Less ('*�0�������� �����(�<����)

� Be Passionate and Determined (',���'���'*�����(��� ��)

� Be Humble (������������/����� )

*� �

“ '*�<,�ก�1 e-Commerce ���0)� ‘e’ �*� ���0��0)� ‘Commerce �*� ’ ”�*� ’ ”

“ ���1�'*��(��"#��/���ก� '!+0)�

� ��+�������� ���0�ก������������+��.� ��<,�ก�1”

ENDS – DAY 2

By Somkiat Lilitprapun(Kroo BOY)

������ ��� Consult ���� in-house training

Email boysomkiat@hotmail.com

Line : maximumboy

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